A refined web
hero built for clarity
This hero experience uses motion as a functional design tool, not decoration. Subtle transitions and deliberate pacing help establish hierarchy, reinforce messaging, and create a smooth, engaging entry point into the site.
Role + Team
Project type
Deliverables
Motion Design
Formant’s existing hero image wasn’t clearly communicating value to potential customers. As the brand shifted its focus toward small businesses, the hero section needed to quickly highlight core offerings such as teleoperation, APIs/SDKs, and analytics.
From complexity
to Clarity
The original hero section struggled to communicate the product’s core value, especially to non-technical users. Key offerings were buried or unclear, leading to confusion, low engagement, and missed conversion opportunities. The visual language lacked focus, failing to capture attention or reflect the brand’s capabilities.
The original hero section struggled to communicate the product’s core value,
Driving value
Formant’s shift toward serving small businesses created a need for a hero section that clearly communicated value and offerings. From a business perspective, the redesign aimed to highlight core capabilities—teleoperation, APIs/SDKs, and analytics—at a glance, helping potential customers quickly understand the platform’s benefits.
By simplifying complex concepts into a focused visual story, the new hero not only improved first impressions but also supported conversions, reinforced brand positioning, and ensured the design could be implemented efficiently by engineers.
A team of 1's
I led the design of Formant’s web hero, translating complex technical offerings such as teleoperation, APIs/SDKs, and analytics into a clear, engaging visual story.
The process
Understanding
Analyzed current user base and target segments (small businesses vs enterprises) while studying competitor approaches to identify industry trends and differentiation opportunities.
Collaborated with marketing team and CEO to determine which product aspects to highlight, focusing on teleoperation, APIs/SDKs, and analytical tools.
Designing
Developed three strong visual concepts that would effectively communicate how companies can use Formant's tools to grow their business and scale operations.
Created detailed designs and interactive prototypes to demonstrate functionality, including motion timing to ensure clear messaging without user confusion.
When engineering resources were limited, took initiative to create the motion graphic in After Effects and export as Lottie files for easy web implementation.
Concepts
The outcome
The redesigned hero made Formant’s value clear and accessible to small business users. A motion graphic boosted engagement and credibility, while using Lottie files kept implementation lightweight and scalable.
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